JW Filshill kicks off summer of football campaign

JW Filshill is kicking off a summer of football campaign with supplier takeovers and a new initiative on its order platforms.

The Glasgow-based wholesaler has teamed up with Budweiser to wrap its fleet and created Budweiser beer caves at KeyStore outlets including in Inverclyde, Renfrewshire, Lanarkshire and Ayrshire.

Meanwhile, at KeyStore Pittodrie in Aberdeen – located close to Aberdeen fan zone – another official World Cup sponsor, PepsiCo, has joined forces with Filshill and the owner to transform the exterior with a store signage wrap.

On its order platforms, suppliers including Budweiser, Coca-Cola, C&C, Heineken UK, and Mars Wrigley are giving KeyStore retailers the chance to win account credit prizes of up to £1,000 throughout the World Cup.

As Scotland limber up for their first game against Haiti in Boston on Sunday, KeyStore customers will also benefit from PoS and in-store theatre from suppliers along with upweighted activity across social media platforms including TikTok and Facebook.

Craig Brown, Filshill’s chief sales & marketing officer, said: “It’s an exciting summer of football and we’re delighted to be collaborating with our suppliers and customers to raise awareness of the KeyStore and Filshill brands as we offer these valuable opportunities for retailers.

“There are also lots of consumer promotions, plus at community level there is investment support available via our KeyStore Community Fund for grassroots and youth football teams, supported by Coca-Cola, Walkers and Suntory (Lucozade).

“All of this activity reaffirms our commitment to leveraging partnerships to provide promotions, pricing and range support to drive our retailers’ store performance, tapping into our ‘five reasons to join KeyStore’ campaign: delivery, social media support, KeyStore Community Fund, proven core range, and real business support.”